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After opening his season-ticket renewal package last week, Darryl Elvers had every intention of canceling his commitment to the Calgary Flames.

A ticket-holder for the last six years who has cheered for the NHL club ever since he worked in concessions at the Corral, the self-described "typical office guy" was frustrated the Flames are raising prices during a rebuild.

"I'm still a little miffed they didn't mention it in the letter," said the 49-year-old systems administrator of his knee-jerk reaction.

"I understand there's a small increase to reflect the cost of living, but I believe this is the second year they've done this. I know Calgary is a hockey market, but I think the tickets are more expensive than other Canadian cities, and I don't know how many other teams have the gall to increase while rebuilding."

With all that off his chest and a few days of complaining around the office, he had a change of heart.

"It appears there's still quite some demand -- I have had people from work offering to buy half-a-season or a full season off me even with the increase," said Elvers, of increases which have been less than 4% each of the last two years following one year of a price-freeze.

"So I'm still going to renew, but I'm going to have to go to fewer games and sell more tickets."

He's renewing because he loves the current team and he loves game night at the Dome with his son, and he knows deep down he's getting good value for his tickets.

After all, despite being one of the older buildings in the league, the Dome experience is a good one. (OK, so the architects scrimped on bathrooms -- apparently back in the mid-80s, they assumed nobody would drink beer at the rink.)

It's always easy to slam organizations for their ticket prices and for having the "nerve" to increase them even marginally, especially when the team isn't top-notch. Fact is, when you consider supply and demand, the Flames have done an admirable job finding the sweet spot with which the market can live.

If not, they wouldn't have had more than a decade of sellouts and a waiting list for season tickets that has more than 1,500 fans paying a small fee annually to remain on it.

Those who assume such customers are taken for granted are wrong, as the team invites ticket-holders to several exclusive lunches and gatherings each year to thank them for their patronage, answer questions and ask how they can better serve them.

"I've gone to every one I've been invited to, and I think it's great because they allow you to ask any questions you want," Elvers said. "They give updates on things and why they fired Feaster. They try to keep you in the loop. The food and door processes are pretty good, too."

Fact is, the age-old argument that suggests teams should never increase prices during a rebuild (or ever) is archaic. Prices on everything in the world keep going up, and nobody is ever happy about it -- it's just the way it goes.

Why shouldn't the Flames account for that with 3% increases just because they haven't spent to the cap for the first time in ages?

If not, then when they dip back into the free-agent market and start spending with the big boys again, would it be fair to ask fans to cough up an additional 6 or 7%?

"You don't base increases or decreases based on weather reports -- it's a long game," said Flames president and CEO Ken King, who is happy to report season-ticket renewal numbers are solid again.

"There's no mass exodus."

Will the Flames immediately jack up prices 10%, 15% or 25% when the new building is completed to off-set its massive cost? No. But you can bet over the following 20 years that ticket prices will steadily go up to help pay for it. That's how it works in an expensive business. And for the record, the club's ticket prices are below the median in Canada, meaning at least three of the other six clubs charge more for ducats.

"Every penny that we can put into a better product we put in," said King, referring to the team and the game-night experience.

"We try to create a value equation that works. We are an ethical and value-driven organization. Our goal is to put a good team on the ice and provide a great experience for people."

Everyone in town recognizes the team is a work in progress, but that has done little to dampen Elvers' experience this year.

"I am happier this year than many other years," Elvers said.

"There was so much frustration before of being almost good enough and the feeling you should be getting better with those stars. You'd leave frustrated and disappointed. This year, you go with the mindset they're rebuilding, and all you ask is they work hard. The fact they're winning more games than expected is a bonus."

As Advertised in the Calgary SUN

Ticket price-hike part of business of hockey in Calgary

After opening his season-ticket renewal package last week, Darryl Elvers had every intention of canceling his commitment to the Calgary Flames.

A ticket-holder for the last six years who has cheered for the NHL club ever since he worked in concessions at the Corral, the self-described "typical office guy" was frustrated the Flames are raising prices during a rebuild.

"I'm still a little miffed they didn't mention it in the letter," said the 49-year-old systems administrator of his knee-jerk reaction.

"I understand there's a small increase to reflect the cost of living, but I believe this is the second year they've done this. I know Calgary is a hockey market, but I think the tickets are more expensive than other Canadian cities, and I don't know how many other teams have the gall to increase while rebuilding."

With all that off his chest and a few days of complaining around the office, he had a change of heart.

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